The NFL will channel Mr. Rogers in its traditional cause spot airing on this year’s Super Bowl, with league stars singing “You Are Special” with kids from three youth organizations.
A 60-second version of the spot broke in December. Ad Age can reveal exclusively that a 30-second version will air during Super Bowl LX on Feb. 8.
Drawing on the gentle tone long associated with the late Fred Rogers, the spot features a group sing-along led by former and current NFL players Michael Strahan, Cam Heyward and Christian McCaffrey. The kids hail from Harlem Children’s Zone, Boys & Girls Clubs of America and SMASH, three groups that receive grants through the NFL’s “Inspire Change” program—a social justice initiative aimed at reducing barriers to opportunity, particularly in communities of color.
Ben Quinn of Superprime Films directed the spot.
Sarah Bishop, VP of global brand and consumer marketing at the NFL, said the spot is a powerful expression of what “Inspire Change” embodies—“a reminder to every young person that they matter.”
The spot comes from the NFL’s longtime agency, 72andSunny. The NFL’s cause spot on last year’s Super Bowl, titled “Somebody,” was widely celebrated for its craft and emotion. Similar in approach to this year’s spot, “Somebody” featured kids from Big Brothers Big Sisters, Special Olympics and InsideOut reciting Rev. William Holmes Borders’ poem “I Am Somebody” with NFL stars.
Below is the 30-second Super Bowl cut of “You Are Special.”
NFL – You Are Special – 30s
“In a lot of ways, this feels like the natural next chapter,” said Matt Turnier, creative director at 72andSunny Los Angeles. “At its heart, the idea is simple and the message is always the same—you matter, no matter where you’re from or what you have. That’s why using Mr. Rogers’ words felt so right. It strikes a poignant chord, without ever raising its voice.”
“We don’t always realize how powerful it is to hear someone say, ‘You matter,’ especially in the world we live in right now,” said Jason LaFlore, creative director at 72andSunny. “If it reminds even a few kids around the country that their value isn’t up for debate, then it’s doing exactly what it’s meant to do.”
The 60-second version of “You Are Special” debuted during the NFL’s Christmas Day games and aired again during Sunday’s conference championship games.
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